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Taiwanese Consumers' Perceptions Of Luxury Handbags: The Country-Of-Origin Effect, Hsin-Tien Han

Graduate Student Dissertations, Theses, Capstones, and Portfolios

The research on the effect of "country-of-origin" (COO) or "Made in.. ." label has attracted extensive attention from academic researchers and marketers for the past three decades. Moreover, the country-of-origin effect will be more progressively salient in the era of the global marketplace due to multinational companies who are seeking production in lower cost countries. Thus, considering the country-of-origin effect on consumers' perceptions of products becomes more important. This study is the first to examine the country-of-origin effect, and how it may possibly influence Taiwanese consumers' perception and purchase intentions when evaluating a luxury handbag.

The specific purpose of this …